May 20 (Bloomberg) -- A new McDonald’s Corp. character
named Happy is inspiring a different emotion among Twitter
users: fear.

The box-shaped creature -- with Gumby-like arms, eyes that
pop out of the top of his head and a gaping mouth filled with
large teeth -- was intended to promote healthier Happy Meals for
kids. So far, though, it’s mainly drawn alarm and ridicule on
social media.

Since debuting on Twitter in an official McDonald’s post
yesterday, Happy has elicited responses such as “I think I’m
going to have nightmares,” “What the f--- is that creature?”
and “THAT! is scary!” A video featuring Happy was posted to
the McDonald’s Facebook page, drawing additional scorn: “Epic
fail,” “I regret watching this” and “This makes me crave
Burger King.”

McDonald’s hopes the character gets a friendlier reaction
from children. The mascot “is about bringing more fun and
excitement to kids’ meals, including eating wholesome food
choices like low-fat yogurt,” Oak Brook, Illinois-based
McDonald’s said in a statement. Happy will encourage kids to eat
more fruits and vegetables and to bypass soda in favor of milk,
juice or water, the company said.

As America faces an obesity epidemic, the world’s largest
fast-food chain is trying to improve nutrition, including in the
meals it sells to kids. The chain started automatically
including apple slices and a smaller portion of french fries in
its Happy Meals in 2012. McDonald’s plans to offer low-fat
yogurt as a children’s side dish beginning July 4.

‘Broader View’

“Happy is all about encouraging wholesome food choices,
like fruit, veggies and low-fat dairy, and does so in a fun,
positive, creative way,” Kristin Hylek, a McDonald’s
spokeswoman, said in an e-mail. “Social media is a great place
to have a conversation and express an opinion, but not all
comments reflect the broader view.”

Dawn Jackson Blatner, a Chicago-based registered dietitian
nutritionist, likes that McDonald’s is trying to make meals
healthier. She wonders, though, if Happy is the best embodiment
of that message. Though it’s good that he’s wearing gym shoes,
Happy just looks like a box of food, she said.

“It doesn’t look like a broccoli head,” Blatner said.

Last month, the Ronald McDonald clown mascot got a makeover
too, part of a push to attract new customers to the burger
chain. The character now dons yellow cargo pants, a red blazer
and a striped rugby shirt.

‘Be Your Way’

McDonald’s isn’t alone in making changes. Burger King
Worldwide Inc. said yesterday that it’s ditching its 40-year-old
“Have It Your Way” slogan for the new “Be Your Way” tag
line. The move is meant to better connect with consumers
worldwide and highlight the chain’s customizable sandwiches.

Happy, meanwhile, isn’t totally new. The toothy box
character was introduced in 2009 in France and has since made
its way into other countries in Europe and Latin America, where
he “has been loved and well-received by children and
families,” Hylek said. He’ll begin appearing in U.S. McDonald’s
nationwide on May 23.

Happy and the new yogurt option will “give kids and
parents something to look forward to during their next trip to
McDonald’s,” the company said.